Shipping costs are a key aspect of online shopping for consumers, and there is room for e-retailers to improve on this front, according to a June 2012 report from comScore and UPS. The report finds that while comparison shopping, shipping charges are almost as important to consumers as product pricing (23% and 26%, respectively). And when it comes to the types of discounts and specials that bring customers back to a retailer, free or flat rate shipping deals (54% combined) outweigh discount (36%) and coupon (11%) deals. Despite the evidence demonstrating the importance of free or discounted shipping, this factor topped the list of areas shoppers want to see improved by retailers, cited by 58% of respondents. A significant proportion of consumers also see the need for retailer improvement for ease of returns/exchanges (42%), variety of brands/products, and online tracking ability (both at 38%). Read the rest at Marketing Charts.